International Marketing Communicatio

International Marketing Communications : 

International Marketing Communications

Purposes of Marketing Communications : 

Purposes of Marketing Communications Not only informs, but is also used to differentiate the seller’s products/services May also be effective in affecting the price elasticity of demand (non price competition) Marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and image Requires a closely coordinated approach

Communication Objectives : 

Communication Objectives What response is sought to move the customer closer to a purchase decision? 3 categories of marketing communication objectives: Informative Persuasive Reminder telling the market about a new product explaining how a product works correcting false impressions building the company image reminding consumers where to buy it maintaining its ‘top of mind’ awareness increasing satisfaction of recent buyers building brand preference changing customers’ perceptions of product attributes and their importance persuading the customer to purchase now

Marketing Communications : 

Marketing Communications Informs, persuades and reminds Is part of the marketing mix Includes all the means by which a company communicates directly with potential customers. Attempts to influence feelings, beliefs, or behaviour.

Basic Communication Elements : 

Basic Communication Elements A message A source of the message A communication channel A receiver Communication process components: Encoding Decoding Response Feedback Noise

The Communications Process : 

The Communications Process communications requires a channel, with a sender and a receiver, to handle the message a message is first encoded by the sender the communications channel is then used to deliver the message to the sender the sender decodes the message, based on his or her frame of reference and experience may be a need for a response and feedback the process can be interrupted by noise

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MESSAGE CHANNEL Select the media or other vehicle to carry the message DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed RESPONSE Ranges from simple awareness to purchase FEEDBACK Impact measured using research, sales, or another measure ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind NOISE Competing ads, other distractions The Process

Inside the Communications Process : 

Inside the Communications Process The act of encoding allows that messages can take many forms. The methods of transmitting a message are limited only by the imagination and creativity of the sender. How the message is decoded depends on its form and the capability and interest of the recipient. Without measurable objectives, the effectiveness of a message cannot be evaluated.

Considerations in Designing Marketing Communications Mix : 

Considerations in Designing Marketing Communications Mix Target market Readiness to buy, knowledge, liking, preference, conviction (belief) Purchase Geographic scope Type — consumer or middleman Concentration

More Considerations : 

Nature of the product Unit value Degree of customization Presale and post sale service Stage of the product life cycle Amount of money available for promotion More Considerations

Push or Pull Strategy : 

Push or Pull Strategy A push strategy directs communication efforts at channel members; a pull strategy directs promotion at the end consumer Many products, such as business products, are promoted with a push strategy, involving personal selling and use of trade promotions Most consumer products would rely more heavily on a pull strategy where promotion is directed at the consumer to stimulate demand

Choosing a Push or Pull Strategy : 

Choosing a Push or Pull Strategy A push strategy is directing the communication primarily at the middlemen that are the next link forward in the producer’s distribution channel. A pull strategy has the communication directed at the end users — primarily consumers.

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Producer Wholesaler Retailer Consumer Producer Wholesaler Retailer Consumer PUSH STRATEGY PULL STRATEGY Product flow Communication effort An Illustration

Marketing communication strategies : 

Marketing communication strategies message strategy information content creative form media strategy medium used aperture

Message strategy : 

Message strategy information content appropriate for stage in purchase process depth of information must be suitable for level of involvement for level of cognitive effort creative strategy informational, rational emotional, transformational

Types of messages : 

Types of messages factual comparative celebrity fear sex humor

Message content or creativity? : 

Message content or creativity? elaboration likelihood model central route emphasizes content higher involvement significant cognitive effort peripheral route emphasizes creativity lower involvement less cognitive activity

Media strategy : 

Media strategy message through the right medium at the right time medium used must support message strategy integrated media aperture must deliver at appropriate time in purchase process interactive media to allow consumer to solicit information at preferred time

Influences upon International Media Choice. : 

Influences upon International Media Choice. There are a number of factors that will impact upon choice and availability of media such as: The nature and level of competition for marcoms channels in your target market. Whether or not there is a rich variety of media in your target market. The level of economic development in your target market (for example, in remote regions of Africa there would be no mains electricity on which to run TVs or radios).

Influences upon International Media Choice. : 

Influences upon International Media Choice. The availability of other local resources to assist you with your campaign will also need to be investigated (for example, sales people or local advertising expertise). Local laws may not allow specific content or references to be made in adverts (for example, it is not acceptable to show naked legs in adverts displayed in Muslim countries). A lot depends upon the purpose of the international campaign. What are your international marketing communications objectives?

Media Choice – Marketing Communication Mix : 

Media Choice – Marketing Communication Mix Advertising Any paid form of non-personal presentation by an identified sponsor Newspapers Cinema Television Radio Directories Journals Magazines Outdoor

Marketing Communication Mix : 

Marketing Communication Mix Public relations Protect and/or promote a company’s image/products Annual reports Sponsorship Events Press relations House magazines Corporate image Lobbying

Marketing Communication Mix : 

Marketing Communication Mix Sales promotion Short-term incentives to encourage trial or purchase Rebates/Price discounts Competitions Gifts Coupons Samples Catalogues/brochures

Marketing Communication Mix : 

Marketing Communication Mix Direct marketing Direct communications with individuals to obtain an immediate response Direct mail/database marketing Telemarketing Internet marketing

Marketing Communication Mix : 

Marketing Communication Mix Personal selling Personal presentations Sales presentations Trade fairs and exhibitions

Target Audience : 

Target Audience Degree of certainty that buying the product is the right thing to do Totally unaware, know of brand name only, aware of a few benefits/attributes Little, some or extensive knowledge Degree of liking ranging from ‘strongly dislike’ - ‘indifferent’ – ‘like very strongly’ Extent to which customers prefer one brand/product over another Awareness Knowledge Liking Preference Conviction Purchase Intention to purchase, timing of purchase, purchase amount etc.

Consumer response to communication : 

Consumer response to communication two perspectives hierarchy of effects brand experience complementary perspectives

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Advertising exposure Awareness Knowledge Liking/Attitude Preference Repeat purchase/loyalty Trial The Hierarchy of Effects reflect the cognitive, affective, and conative components

Brand experience : 

Brand experience purchase processes are complicated and complex different paths through the process consumers exposed to many messages messages should be integrated so consumers can use information to think, feel, act in whatever order is appropriate

Tactical decisions : 

Tactical decisions TV commercials are sandwiched together in a string of 10-50 commercials within one station break in Brazil National coverage can mean using as many as 40-50 different media Specialised media reach small segments of the market only In Germany, TV scheduling for the entire year must be arranged by 30th August

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In Germany, no guarantee that commercials intended for summer viewing will run in that period In Vietnam, advertising in newspapers and magazines will be limited to 10 % of space and 5 % of time, or three minutes and hour on radio or TV

Public policy issues : 

Public policy issues fairness perception and learning and deceptive advertising equity background characteristics

Regulation in Marketing Communications : 

Regulation in Marketing Communications Federal Role: Canadian Radio-television and Telecommunications Commission (CRTC) It looks at broadcast advertising. Health Protection Branch Deal with drugs, cosmetics, etc. communications Some drugs cannot be advertised due to worries about self-diagnosis. Industry Canada Oversees various acts, including Ccompetition Act.

More Regulations : 

More Regulations Private Organizations: Many media refuse to accept certain ads. Industry codes for Advertising Standards, Advertising to Children, etc.

References : 

References ocw.kfupm.edu.sa/user/MKT022/Lecture8.ppt www.busi.mun.ca/tclift/1201/9fms_pp18.ppt http://www.marketingteacher.com/Lessons/lesson_international_marketing_promotion.htm ocw.kfupm.edu.sa/user/MKT022/marketing%20communication.ppt